LucidMedia announced that it is making its display advertising auditing services free to clients. Read the release. Ajay Sravanapudi, President and CEO of LucidMedia, spoke with AdExchanger.com about the implications of the new pricing.
AdExchanger.com: Has the digital media auditing space become commodotized? Offering services for free may indicate as much, after all.
AS: No, the auditing and verification space is still a specialized niche and has not yet been commoditized. There are only a few players in the space right now and a market-share leader hasn't emerged. We have gained enough momentum and critical mass where we can now offer our auditing services to agencies for free to drive traffic to our network. Taking the cost barrier out of the equation is the best way for us to grow into this emerging space and become the clear market-share leader.
Given that your auditing services are free, how will Lucid Media drive revenue growth going forward?
AS: Ultimately we’d like our free auditing service to drive more media deals on our network. Giving agencies auditing and verification data for free shows them what is possible. But the targeting and optimization can only be found in-network which is a big incentive for them to buy media from us. This is what we are banking on here.